PROJECT GO

1
The future of water on-the-go
Business Plan 2008

• Filup
• Offers a visionary new venture in public water
  provision
• Delivers chilled, filtered mains supplied water
  to public areas
• Supports the rapid growth in bottled water
• Addresses the environmental issues of waste,
  energy and disposal
• Is the Winner of a London Development Agency
  Grant - 30,000
• Can reach 100 of its market through the
  existing water infra structure
• Has a cash requirement of GBP 250K,
• Will have an EBITDA GBP 474k by 2011.

2008
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Contents

• 1. The Emerging Sector
  page 3
• 2. Summary page
  5
• 3. The Product
  page 7
• 4. The Company History
  page 8
• 5. The Technology page 9
• 6. Intellectual Property
  page 10
• 7. The Target Market
  page 12
• 8. The Marketing Strategy page 13
• 9. Sales taking Filup into the Market page 14
• 10.Funding, PL, Cashflow Balance Sheet page
  17
• 11. The Business Structure Page 19
• Annexure 1 The Context Page 20
• Annexure 2 The Product Page 24
• Annexure 3 Research and Development Page 25
• Annexure 4 The Directors, Executives and Key
  Partners Page 32
• Annexure 5 Pricing Model Page 34

IMPORTANT NOTICE The information contained in
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confidential. This document is for the exclusive
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the accuracy or completeness of the information.
Furthermore this document is given without
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this information and the recipient is requested
to make further enquiries of his own.
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The Emerging Sector fill-up on the go
Mission statement Filup is dedicated to
developing and designing innovative and new to
the world products for providing safe, filtered,
chilled drinking water for people on the
move. Filup is the first-in-the-world solution
targeted at this opportunity
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The Emerging Solution Filup Station

• Worlds first bottle refilling machine for public
  areas
• Hygienic, No touch technique dispensing
• Germicidal, self-sanitising filling chamber
• 100 Spill proof
• 100 Litter free
• Intuitive refilling action
• Bottle top-up function - 100ml to 1000ml for
  equivalent cost
• Free, coin or cashless payments
• Audio assisted filling for visually impaired
• Self cleaning surface coatings - clean and
  hygienic
• No drainage huge cost saving for site owners
• State of the art Energy Saving Operation
• Iconic design

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2. Summary Context Annexure 1.0
SWOT 1.1 Porters Five Forces
1.2 Competitor Analysis

• Context
• 2,256 million litres of water were purchased in
  2007. (Including Water Coolers)
• There is significant market growth in packaged
  water (the bottle) in the water on-the-go
  sector.
• 40,000 new Point of Use (POU) water dispensers
  were positioned in 2006. There are now over
  500,000 POUs in the UK.
• Packaged Water presents a significant
  environmental and ethical challenge.
• There is an established infrastructure of mains
  water.
• UK and European legislation and brand response
  is driving bottled water into schools.
• Vision
• Filup Ltd was formed with the vision of providing
  accessible chilled, filtered water, in a manner
  that is simple, intuitive and cost effective.

• Strategic Partnerships Licensed Agreement
  Franchise
• Filup is a Limted company that designs, develops
  and provides technical support to the contract
  manufacturer.
• Sells product and Franchise rights to the
  distributor.
• Provides Advertising and Promotion activity
  including PR and Consumer awareness.
• To deliver this vision into the UK and
  International market place Filup will enter
  into key strategic relationships (License and
  Regional Franchise)
• License Agreement to manufacture.
• Franchise - Distribution , with London as the
  pilot region.
• The Team
• Naresh Sharma MBA MD has a track record of
  launching innovative start-ups and running them
  to exit.
• Chris White MBA Finance Director with previous
  experience of FD MD (54m turn over group).
  Currently specialising in delivering start ups
  into the market place, key role, anchor between
  the business and finance.

The Technology Filup is a bottle filling water
dispenser, designed to refill or top up 300 to
1,000ml bottles in public places including
transit areas, schools, colleges, shopping malls
and tourist attractions, with safe, filtered,
chilled drinking water to people on the move.
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2.1 Executive Summary

• Manufacturing
• Filup will work through one key strategic
  partner, key criteria for selection
• Investment in time, tooling and stock holding
• Innovative
• Committed to ongoing Research and Development
• Cost effectiveness
• Distribution
• The route to market in FY one (London) is
  through a significant and proven UK distributor,
  with whom Filup has developed an established
  relationship.
• London will be the primary focus in 2008/09 with
  success being leveraged into other UK and
  Regional European opportunities , during 2009.
• Product Development
• The concept, design and the technology was
  developed at the Industrial Design Centre of The
  Royal College of Arts.
• The manufacturing design and 2nd order prototypes
  are being completed and delivered into the UK by
  DaVinci Engineering.

• The Market Today Movement from Bottled to Tap
• The UK market place for bottled water is
  predicted to grow by 30 2007 to 2012 with a
  value of 2.6bn with Water on-the-Go being the
  largest sector.
• The consumption of UK packaged Water on the Go
  increased by 5.8 (125 million litre) 2005 to
  2006 (Zenith)
• Bottled Water is the second fastest growing
  sector of the soft drinks market. Water with
  flavourings is in the premier position.
• Bottled water has witnessed the strongest
  increase in youth consumption within the cold
  soft drinks category.
• There is a lack of recyclable options (Polyatic
  Acid) is the most viable substitute, but its
  short life cycle and high carbon cost of
  transportation mitigates against its use and
  popular uptake.
• Pursuit of a healthier life style and well being
  are driving demand.

• The Role of Filup Ltd Focus on Five Key Areas
• Positioning of the Filup range within the UK and
  International market place
• The intellectual property, lifecycle and
  development of Filup
• The development and nurturing of strategic
  manufacturing partners
• The development and nurturing of established and
  new distribution channels
• The development promotion of end user
  awareness, sponsorship, advertising and promotion

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6. 1 The Key Technology Germicidal Cone
Barrier

• At the heart of Filup system lies the Patent
  Pending
• Germicidal Cone Barrier that
• Performs bottle detection
• Perform bottle positioning and alignment
• Activates/ deactivates filling cycle
• Redirects any spillage to spill sensors
• Performs germicidal UV and photocatalytic
  sanitisation

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The future of water on-the-go
Business Plan 2008

• Filup
• Offers a visionary new venture in public water
  provision
• Delivers chilled, filtered mains supplied water
  to public areas
• Supports the rapid growth in bottled water
• Addresses the environmental issues of waste,
  energy and disposal
• Is the Winner of a London Development Agency
  Grant - 30,000
• Can reach 100 of its market through the
  existing water infra structure
• Has a cash requirement of GBP 250K,
• Will have an EBITDA GBP 474k by 2011.

2008